Now, I suspect part of this was to give a kick up the ass of the industry that there are new forces in play. And it shows how mediocre most of our industry's output is. But I question the logic of this choice. Yes, Mentos saw some sales increase that they they put down to the viral coke/mentos video. But I see very little consumer content that seems to answer that old metric - did it sell stuff. And that is the difference between content and commercial content.